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The paper and print industries employs ~321,000 Australians making it one of the largest manufacturing employers in the country. From designers to writers, printers and distributors, the paper and print industries employs cross-skilled Australians in both regional and metropolitan locations. Continuing to deliver a ~$7.1 billion industry.


Understanding the customers’ path to purchase provides marketers and media buyers insight into the customers’ purchasing journey. Determining which media channel is most useful to the customer when making purchasing decisions tells us what media mix delivers the best sales outcomes. Consideration to the customers’ path to purchase provides invaluable insight.




Coca Cola’s held its long-term position of inclusion once again when they used print advertainment to showcase their ‘The Wonder of Us’ poem How they did it Coca Cola used print marketing The campaign also provided confidence and commitment with persuasive words of safety A different person’s handwriting wrote each line of the poem Results The advert received 2.5 billion total impressions 500 press stories The poem also drew attention from press outlets in lifestyle media, including several LGBT publications Download this ready-designed PDF to access the full case study. VoPP gives you our blessing to use or rebrand the content to help you communicate the value of paper and print now.

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